REWE frei von is a new brand for products that don't contain lactose or gluten, sold by the German supermarket chain Rewe. It was launched in April as "the new brand for food sensitive" (die neue Marke für Ernährungssensible) with the slogan "Enjoyment allowed" (Genießen erlaubt). The new identity and packaging was developed KW43 Branddesign in Düsseldorf.
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